Chablis has ‘brand strength of Champagne’

24th October, 2014 by Lucy Shaw

The strength of “brand Chablis” and its pulling power in terms of driving sales is on a par with Champagne according to one leading producer in the region.

Speaking to the drinks business during a recent trip to the region, Nathalie Févre of Domaine Nathalie et Gilles Févre said: “Chablis has the brand strength of Champagne to the extent that people buy on the fact that it’s Chablis over the domaine or climat name.

Thierry Mothe, winemaker at Domaine du Colombier agrees: “I view Chablis as a brand. Back in the ‘60s it was widely faked in Australia and New Zealand and continues to be faked in the US – only brands are faked,” he told db.

Nathalie Fèvre

Nathalie Fèvre

“The word Chablis on the label is physically bigger and psychologically more important of a purchase driver than the estate name,” he added.

Jean-Francois Curie, commercial director at Domaine Drouhin Vaudon has noticed a newfound enthusiasm for grand cru Chablis in the US.

“There’s a new wave of interest in Chablis at the moment, particularly in the grand cru wines, they’re hugely popular in the US.

“Chablis is considered apart from Burgundy as its own thing and its own brand. Of course it is Burgundy, but it’s Chablis first, Burgundy second,” he said.

“The style of Chablis is going back to being more tense and linear, which is what we’re all about. The more fleshy and opulent Chablis of the ‘80s are being phased out and we’re coming back to what the region is known for,” he added.

Domaine Drouhin Vaudon recently acquired two hectares in the premier cru climat of Mont de Milieu.

“There is Premier Cru land up for sale in Chablis and it will cost you a tenth of the price of the same amount of premier cru land in the Côte d’Or,” Curie said.

“Plantings in the region are increasing every year and there’s sill space to expand but I’m not sure everyone is planting in the best spots,” he added.

In terms of grape prices, with the 2011, 2012 and 2013 harvests all significantly down in the region, according to Curie, 2013 grape prices were up 60% on 2009.

“We ended up having to sell our wine on allocation for the first time last year as there was so little of it. We made 20,000 bottles when we usually make 40,000,” he said.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

National Sales Manager

Maverick Drinks
Field based, UK

Regional Sales Executive

EWGA
Gloucestershire, UK

Senior Content Writer

Rude Wines
Ledbury, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more